Radio has long had a love affair with the public. For years they’ve loved us in the car and at work. They even sometimes flip us on at home. We’ve been a lot of things to American families over the decades. Everything from live shows to “fireside chats” from the president to music machines that pump out the hits of the day to local connectivity to things happening right now. And radio has always been a connector for local businesses to consumers. But what about the potential for locals to fall “out of love” with your station? And how can you save your relationship and love your listeners in social media?
1. Get committed. That’s right. You can commit to making sure you regularly show up in social media commenting on what listeners are saying – positive and negative – and growing your connection and relationship with them through being familiar and putting in enough effort for them to notice you in “their space” validating them.
2. Be more giving. Giving isn’t contesting. It’s giving of effort over things that are important to the people (listeners) you most want to attract. Spend some time and creativity on how you can use your position at radio to help those in your community – again, the listeners you most want to attract – and put that content regularly in social media.
3. Seek to reconnect with listeners often in social media. They choose social media as a place to “chill” or enjoy their life; to escape. So, work to create smart, funny, interesting content that they will find “share-worthy,” but don’t forget to look for ways to engage them in fun that can encourage a familiar feeling related to your personalities, your brand in social media, and reflecting back to the station when possible. Could be nostalgia, could be something fun or family in the market (if that is your target). It could be making fun of yourself. People relate to people who don’t take themselves too seriously.
4. Respect your listeners. Don’t try to “fake ‘em out” with technology. It’s okay to use technology, of course. However, your listeners crave validation. They are likely to desire “me time” and they absolutely are looking for respect for themselves and their family. Give it to them. Look for opportunities in social media to give them exactly what they want. That may mean commenting on a post on Facebook from a listener and telling them how you liked it. It may be hitting “like” on a photo of their kid at a team sporting event.
You’ve heard people say social media can be like going to a party. At radio, we have a natural position and voice for a party. We only have to turn our attention directly to focusing on listeners, what they want, how they feel, and relate to them to create a win for our brands and reconnect them to a deep American love on the local level: radio.
*Content originally appeared @ RadioInk.com. For more content on radio, go to RadioInk.com. Look for my column on social media and radio on the left-hand side of the homepage behind my picture and the word “Engagement.”
Go to http://www.Facebook.com/socialnetworking4radio and then click “LIKE” to begin receiving free social media/Facebook content on radio and social media. Go to the right-hand top of http://www.rainmakerpathway.wordpress.com to sign up to get this actual social media – radio content sent directly to your smart phone or email about once a week. Check out past content @ http://www.rainmakerpathway.com and take time to enjoy your life. It’s just radio. I love it, but a job will never love you back. Invest in people.
Loyd Ford is the Direct Marketing, Ratings & Social Media Strategist for Americalist Direct Marketing and works with local radio clusters to launch and grow significant local-direct reoccurring digital revenue with Rainmaker Pathway Consulting. How much local digital revenue are you getting? He works with media brands all across the country to improve ratings and participation with custom contest strategy, telemarketing, strategic direct mail and social media for radio clients and he works directly with clients to boost significant local-direct digital revenue for local clusters. His interests include social media, digital local-direct revenue and non-traditional revenue for radio. And, yes, he believes you should be receiving more share of digital revenue in your local radio market along with higher ratings. Don’t just read. Get engaged in the process. Contact him directly @ 877.475.6864 or Americalist1@aol.com.